Dallas is known internationally as a retail mecca, with big-name shopping centers usurping the spotlight of what truly remains the last community-centric, user-friendly shopping center in the city: The Plaza at Preston Center.
Built in 1950, The Plaza at Preston Center celebrates its 75th year in business with only moderate fanfare, though it deserves more.
It recently announced new tenants and has quietly made some aesthetic improvements to celebrate its diamond anniversary.
Still family-owned and managed by Venture Commercial Real Estate since 1990, the Plaza, located in the southeast quadrant of Northwest Highway and Preston Road, remains a quintessential neighborhood asset with an evolving tenant base.
In 1951, Neiman Marcus opened its first suburban location in the space now occupied by Tootsie’s and Orvis. Known for the expansive toy department that featured a “magic tree with a built-in dispenser that pours out an endless supply of orangeade,” according to the Dallas Morning News, and a commissioned Alexander Calder mobile sculpture that hung above the entrance, the store brought sparkle to what used to be a dairy farm on a gravel road.
Although Neiman’s moved to NorthPark in 1965, there were still plenty of reasons to visit the center, which was then called Varsity Village.
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Park Cities residents recall first dates at the movie theater, which showed blockbusters such as Saturday Night Fever and Raggedy Ann and Andy: A Musical Adventure (Was that really a blockbuster?).
Baskin-Robbins opened in 1972, providing a place for generations of neighbors to cool off after baseball games and Wednesday night church youth events until the ice cream shop’s closure in 2012.
Taylor’s bookstore was a favorite, and Park Cities resident Jenni Marks Scoggins recalls her mother spending hours browsing books while she and her brother, Jake, played in the children’s sections.
Today, there isn’t a bookstore, but a gleaming University Park Public Library, which is the result of a public/private agreement between the City of University Park and the owners of The Plaza.
The library offers more than books and media; it’s a gathering place for the community. The library also added much-needed underground parking to the center.
New tenants include Viva Day Spa, a Pilates studio, and Cozy Earth home goods and apparel. Dining mainstays Hillstone and R&D share market with Il Bracco, Muchacho, True Food Kitchen, Frenchie’s, and Maman Coffee, which will open in the former Trova space.
University Park resident Ashley Prince is a big fan of the center. “As someone who walks their dogs there every single day, I can’t say enough about how nice all the store and restaurant employees are in the Plaza. We love Lucky Dog Barkery! Society has amazing candles and home gifts. The folks at R&D love seeing my dogs drink from the koi pond daily. It’s such a great neighborhood retail center.”
And there is a grocery store. That’s what sets The Plaza at Preston Center apart from the others nearby. It’s a true one-stop lifestyle center that keeps neighbors in mind.
Kersten Rettig, a freelance writer with leadership experience in the food and travel industries, resides in the Park Cities, where she is known as “the restaurant sherpa” for her expert recommendations. Follow her on Instagram @KerstenEats.
